October 16, 2025
Why Advertising’s Obsession with Gen Z Isn’t Working
From fashion and tech to finance and fast food, marketers can’t seem to get enough of Gen Z. Yet, according to new research from System1, the fixation is continuously missing the mark.
The company’s latest Seeing Gen Z report reveals that nearly 80% of U.S. ads feature Gen Z characters, even though the group makes up just a quarter of the population.
While brands want to appear relevant, the study found that only 30% of these ads actually manage to connect emotionally with the people they’re trying so hard to impress. Why is this the case?
When Representation Becomes Overexposure
The findings show that presence doesn’t equal impact. Ads targeting Gen Z women saw an average 0.6-star decline in long-term brand-building potential, while those aimed at Gen Z men dropped by 1.5 stars.
On social media, the numbers sank even lower, with emotional resonance falling 1.7 stars among women and 2.5 stars among men.
So while Gen Z is the most visible generation in modern advertising, it’s also the least moved by what it sees.
Missing the Point
According to the report, advertisers are mistaking representation for relevance. Oftentimes, campaigns that use surface-level cues like smartphones, slang, or AI appear forced instead of authentic.
Ads that referenced technology actually reduced engagement, dropping by 0.7 stars for women and 0.3 stars for men.
It seems like brands are addressing the wrong things in their ads. Out of 1,000 commercials analysed from System1’s broader database, fewer than 1% mentioned mental health, and only 6% touched on body image or financial stress, which are three issues that matter deeply to Gen Z.
Jon Evans, Chief Customer Officer at System1 and host of the Uncensored CMO podcast, says: “The industry is obsessed with Gen Z, but it’s missing the mark. With dramas like Adolescence highlighting the real challenges this generation faces, brands need to meet them where they are, on the platforms they use most, with content that feels emotionally real and meaningful.”
Finding the Meaning
Ads that managed to feel authentic without pandering include humour grounded in something real. Campaigns that paired comedy with meaningful themes like climate change or mental health saw a +0.6 star lift with women and +0.5 with men.
Even more effective were family-driven narratives that show genuine relationships between generations. These ads performed more than 1 star higher than celebrity-led ads. For a generation that values sincerity and shared experience, fame simply isn’t the shortcut to connection it once was.
Advertisers often talk about this demographic as if it were a single audience, but the data tells a different story. Even small differences in approach can lead to big shifts in engagement. Interestingly, Gen Z women connected more with sports-themed ads, while Gen Z men favoured stories centred on generosity and simple acts of kindness. Authenticity, in other words, is about recognising the diversity that exists within the generation itself.
